What’s the difference then between lead generation and lead conversion?

I want to work with clients who own larger businesses, can this help me do that?

When should I have my client do a testimonial with you?

Not until they've at least seen big changes in their business and life.  Think of it like mining, you only start digging when you know there's gold in the mountain.  If you're a coach / mentor / advisor that wants to put out the message that you help with business growth, then a great result in this area is a must.  Otherwise it's not a good spend of your money.  This could take 3-12 months depending both on the client and the nature of your work with them.  It may be that they've done a 3 month program with you, had great results, and you need to get their feedback before they vanish and forget how much you helped them.  But if they're going to be working with you for 6 months or more, then I'd wait until at least then before we do a testimonial with them.

Once I have these testimonial videos are finished, should I stop my other marketing?

Not at all.  Whilst I show my clients all the free ways they can squeeze more ROI from their videos, this would in fact be the best time to increase their other marketing efforts, paid or otherwise.  Because now all these leads they are chasing are more likely to convert, if shown the videos.

When should I have my client do a testimonial with you?

Yes we can and do suggest this if you want to position yourself in the champagne rather than wine market; it helps show prospects that you deal with real clients, who have real businesses.  It also helps prove what kind of clients they are, so that when they talk about their factory, viewers will find it easier to trust that they have one.  Photos prove the point, video footage does the same and keeps the viewers hooked for longer.  I can either use what you have already or arrange for new visuals to be gathered.  

Will everyone want to work with me as a result?

No, and this is a good thing.  As a coach you will have a way of doing things, that will suit some people and not others.  Alot of this we can tell from the seeing the kind of people you have worked with, and what they think of your methods.  Working with the wrong people would not be a good thing, and seeing feedback from your clients will help attract the right kind of people for your business, and put off the wrong ones.

Do my clients work from a script or teleprompter?

No.  When something feels scripted to a viewer, they are less likely to believe it.

Do you lead or coach clients?

No.  I get the true essence of what clients think of you without manipulating them.  People feel most at ease talking in their own way; try to lead them and they will find it harder to both think of good feedback, and appear honest on camera.

How long do these client interviews take?

Around 30-45 minutes, depending on how much story there is to tell, how much the client has to say, and how long they feel able to talk.  On some rare occasions a client will talk quite alot about almost anything other than the answer to a question, and rather than push them into making them say something that sounds forced, I find better feedback comes from being patient and asking about the same thing from another point of view.

But without coaching them or giving them a script, how will you get the feedback I need?

I ask them precise questions about the impact your help has made on their business and lives.  Knowing what you want feedback on makes it far easier for clients to get across the value of your work.

How do you know what questions to ask?

We will have a chat before filming where I can find out the client’s story, which will help frame many of the questions they are asked.

Will you send my client the questions in advance?

No as this will often lead to the client over thinking their answers, which will come across to viewers as less open, heartfelt, and true.

What if my client is nervous about giving a good testimonial?

Before filming even starts, I will make sure the client knows that they are not expected to perform or sell you on camera, and the only thing I hope to get from them is their honest opinion.  I’ll also take the time to build a friendly rapport with them, so that they don’t feel like a witness before the judge.

What if my client is camera shy?

I always tell them that this is great, because viewers will find that easier to believe than someone who oozes charisma on camera.  They’ll also be in the comfort of their own home without a big camera or mic in their face; which is far less scary.

Who are the best clients to ask?

It’s best to focus on client’s that: 

A) You have done a decent amount of work with, rather than a tiny one off sale.

B) Are the kind of people you want more business from, (eg high paying and easy to work with)

C) Have seen a big impact from you on their life / business.

D) Are grateful to you for this impact.

E) Have been consistent